1
Brand
2
3
Marketer
You 4
“Brand is purely and simply
the sum-total of all
customer experiences
served-up by the
organization.
The brand is the
expe...
Who you want to be
Vs.
What people conceive
you to be
6
“Discover” Your
Brand
7
Main Online Measures / Metrics
Visits
CPA
CPC
CPM
Click-Through Ratio (CTR)
Ad Impressions
Unique Visitors
Conversions
Bou...
Page Views
Number of times a page was served / “viewed”
heat map,
showing the
eye fixations on
the page
9
Number of times an ad was served “viewed”
Same as page views, usually used for ads (usually >1 impression per page)
Ad Imp...
Visits & Unique Visitors
• Visits:
• Unique Visitors:
Number of times a “session” is started at a site
Number of people (c...
Pages / Visit
Average page views per visit
Total page views ÷ total visits
12
Bounce Rate
• Number of single-page visits (visits with 1 page
view)
• 1-page visits ÷ Total visits = Bounce Rate13
Click-Through Ratio (CTR)
• Number of clicks on a banner / text ad / link
etc. compared to total views (impressions)
• Cli...
Visits per Visitor
• Average times a visitor comes to the site
within a certain period of time
• Total visits ÷ Unique Vis...
Conversions
• Conversions: actions you want people to complete on your site.
Example: purchases, registrations, download a...
Visits
CPA
CPC
CPM
Click-Through Ratio (CTR)
Ad Impressions
Unique Visitors
Conversions
Bounce Rate
Page Views
17
XYZCoolTrips.com
xyzcooltrips.com/france: 90,000 pageviews
xyzcooltrips.com/spain: 10,000 pageviews
18
Content Traffic
90%
10%
France
Spain
50%
50%
France
Spain
19
xyzcooltrips.com/france: 90,000 pageviews
xyzcooltrips.com/spain: 10,000 pageviews
xyzcooltrips.com/madrid: 1,000 pageview...
Content Traffic
20%
80%
France
Spain
87%
13%
France
Spain
21
 370M pages of content
 1 page of search
 Google is still a search brand/site
22
• Top content: most visited pages by
URL
• Content by title: most visited pages
by page title
• Content drilldown: most vi...
Keywords
Keywords people used to find
your site give an insight on how
the site is being perceived by
users and search eng...
Handling Large Amounts of Keywords
Advanced keyword research
Google Webmaster Tools
Word clouds (Wordle.net)
25
“Demographics are Dead”
Wunderman Report – “How to Think Digital”
26
Your Market is…
“Any group of people who are actively
researching a product you offer”
Wunderman Report – “How to Think Di...
Why Keywords?
People search alone usually
Users are not forced to search
Search is not a selection between alternatives
it...
User Intent
Consider the following keywords:
Camera
Digital camera
Digital camera models
Digital camera price comparison
C...
Another Example
GPS
GPS navigation
Garmin GPS navigation
Garmin car GPS navigation
Garmin nuvi 660
Buy Garmin nuvi 660
30
Deep Diving Into Each Keyword: example (games)
31
Export the Data
Keywords Queries / month
[games] 16,600,000
[addicting games] 5,000,000
[free games] 3,350,000
[free onlin...
The Art: Spotting Trends / Segments
Keywords Queries / month Category
[games] 16,600,000 generic
[addicting games] 5,000,0...
Segments of ‘Games’
Category Queries %
Generic 16,600,000 35.5%
Browser 9,163,000 19.6%
Addicting 5,000,000 10.7%
Computer...
Google Webmaster Tools Keyword Analysis
35
Dubai keywords by wordle.net 36
37
Google News 38
The Market vs. Your Website
The Market My Website’s Content
90%
10%
Football Basketball
40%
60%
Football
Basketball
39
Awareness
40
41
Some Awareness Measures
• Percentage of features used
• Number of keywords used to find your brand
• Type of keywords used...
Traffic
43
Key Performance Indicators
KPI
44
45
Averages
Segmentation is Everything
46
Google Analytics Advanced Segments
47
48
Brand Traffic
• People who know your brand
• One of the most loyal segments
• Difficult to influence by others (sites, sea...
Eurosport Arabia Brand Segment
50
51
The Power of Content
52
What are the ways in which a
person can go to a page?
53
 Directly typing in the URL
 Through a relevant
search result
 Clicking on a link on another site or email
 Advertisem...
AdWords Remarketing
• Identifies people’s interest based on the page
they visit
• Retargets these people when they go to o...
Writing Effective Ads
Ads relevant to
specific keywords
Features
Benefits
Calls to action
Using keywords in ads
Test diffe...
Benefits
Main point of interest
They are what your product achieves for the
user
They are what users care about
Examples: ...
Features
How your product helps me achieve the benefits
Specific evidence about your product
Points of differentiation
Exa...
Calls to Action
Leads user to a specific thing to do
Generates enthusiasm in the moment
Filters users
Examples: register n...
Using Keywords in Ads
Keywords are highlighted on results pages
Boosts relevancy of ads
60
Thank you
Elias Dabbas
elias@media-supermarket.com
eliasdabbas@gmail.com
+971 55 953 18 26
61
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Online Marketing Using Adwords and Google Analytics social media forum 2010

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Online Marketing Using Adwords and Google Analytics social media forum 2010

  1. 1. 1
  2. 2. Brand 2
  3. 3. 3
  4. 4. Marketer You 4
  5. 5. “Brand is purely and simply the sum-total of all customer experiences served-up by the organization. The brand is the experience.” 5
  6. 6. Who you want to be Vs. What people conceive you to be 6
  7. 7. “Discover” Your Brand 7
  8. 8. Main Online Measures / Metrics Visits CPA CPC CPM Click-Through Ratio (CTR) Ad Impressions Unique Visitors Conversions Bounce Rate Page Views 8
  9. 9. Page Views Number of times a page was served / “viewed” heat map, showing the eye fixations on the page 9
  10. 10. Number of times an ad was served “viewed” Same as page views, usually used for ads (usually >1 impression per page) Ad Impressions 10
  11. 11. Visits & Unique Visitors • Visits: • Unique Visitors: Number of times a “session” is started at a site Number of people (computers) that visited your site I might visit you 3 times this week, but I’m 1 unique visitor Example: 11
  12. 12. Pages / Visit Average page views per visit Total page views ÷ total visits 12
  13. 13. Bounce Rate • Number of single-page visits (visits with 1 page view) • 1-page visits ÷ Total visits = Bounce Rate13
  14. 14. Click-Through Ratio (CTR) • Number of clicks on a banner / text ad / link etc. compared to total views (impressions) • Clicks ÷ Impressions = CTR 14
  15. 15. Visits per Visitor • Average times a visitor comes to the site within a certain period of time • Total visits ÷ Unique Visitors = Visits per Visitor • Important measure of loyalty 15
  16. 16. Conversions • Conversions: actions you want people to complete on your site. Example: purchases, registrations, download a file, contact us, etc • Conversions ÷ Visits (or UVs) = Conversion Rate Conversions 16
  17. 17. Visits CPA CPC CPM Click-Through Ratio (CTR) Ad Impressions Unique Visitors Conversions Bounce Rate Page Views 17
  18. 18. XYZCoolTrips.com xyzcooltrips.com/france: 90,000 pageviews xyzcooltrips.com/spain: 10,000 pageviews 18
  19. 19. Content Traffic 90% 10% France Spain 50% 50% France Spain 19
  20. 20. xyzcooltrips.com/france: 90,000 pageviews xyzcooltrips.com/spain: 10,000 pageviews xyzcooltrips.com/madrid: 1,000 pageviews xyzcooltrips.com/seville: 1,000 pageviews xyzcooltrips.com/cordoba:1,000 pageviews 20
  21. 21. Content Traffic 20% 80% France Spain 87% 13% France Spain 21
  22. 22.  370M pages of content  1 page of search  Google is still a search brand/site 22
  23. 23. • Top content: most visited pages by URL • Content by title: most visited pages by page title • Content drilldown: most visited sections (folders) 23
  24. 24. Keywords Keywords people used to find your site give an insight on how the site is being perceived by users and search engines 24
  25. 25. Handling Large Amounts of Keywords Advanced keyword research Google Webmaster Tools Word clouds (Wordle.net) 25
  26. 26. “Demographics are Dead” Wunderman Report – “How to Think Digital” 26
  27. 27. Your Market is… “Any group of people who are actively researching a product you offer” Wunderman Report – “How to Think Digital” 27
  28. 28. Why Keywords? People search alone usually Users are not forced to search Search is not a selection between alternatives it’s an expression of desire 28
  29. 29. User Intent Consider the following keywords: Camera Digital camera Digital camera models Digital camera price comparison Canon powershot sx20 best deals 29
  30. 30. Another Example GPS GPS navigation Garmin GPS navigation Garmin car GPS navigation Garmin nuvi 660 Buy Garmin nuvi 660 30
  31. 31. Deep Diving Into Each Keyword: example (games) 31
  32. 32. Export the Data Keywords Queries / month [games] 16,600,000 [addicting games] 5,000,000 [free games] 3,350,000 [free online games] 3,350,000 [funny games] 2,740,000 [online games] 2,740,000 [video games] 2,740,000 [flash games] 1,500,000 [pc games] 1,500,000 [computer games] 1,220,000 [fun games] 823,000 [racing games] 823,000 [games online] 673,000 [shooting games] 673,000 [download game] 550,000 [download games] 550,000 [free game downloads] 550,000 [free game] 450,000 [free online game] 450,000 [game online] 450,000 32
  33. 33. The Art: Spotting Trends / Segments Keywords Queries / month Category [games] 16,600,000 generic [addicting games] 5,000,000 addicting [free games] 3,350,000 free [free online games] 3,350,000 free / browser [funny games] 2,740,000 funny [online games] 2,740,000 browser [video games] 2,740,000 video [flash games] 1,500,000 brower [pc games] 1,500,000 computer [computer games] 1,220,000 computer [fun games] 823,000 funny [racing games] 823,000 action [games online] 673,000 browser [shooting games] 673,000 action [download game] 550,000 computer [download games] 550,000 computer [free game downloads] 550,000 computer [free game] 450,000 free [free online game] 450,000 browser / free [game online] 450,000 browser 33
  34. 34. Segments of ‘Games’ Category Queries % Generic 16,600,000 35.5% Browser 9,163,000 19.6% Addicting 5,000,000 10.7% Computer 4,370,000 9.4% Free 3,800,000 8.1% Fun 3,563,000 7.6% Video 2,740,000 5.9% Action 1,496,000 3.2% Total: 46,732,000 100.0% Generic Browser Addicting Computer Free Fun Video Action 34
  35. 35. Google Webmaster Tools Keyword Analysis 35
  36. 36. Dubai keywords by wordle.net 36
  37. 37. 37
  38. 38. Google News 38
  39. 39. The Market vs. Your Website The Market My Website’s Content 90% 10% Football Basketball 40% 60% Football Basketball 39
  40. 40. Awareness 40
  41. 41. 41
  42. 42. Some Awareness Measures • Percentage of features used • Number of keywords used to find your brand • Type of keywords used to find your brand 42
  43. 43. Traffic 43
  44. 44. Key Performance Indicators KPI 44
  45. 45. 45
  46. 46. Averages Segmentation is Everything 46
  47. 47. Google Analytics Advanced Segments 47
  48. 48. 48
  49. 49. Brand Traffic • People who know your brand • One of the most loyal segments • Difficult to influence by others (sites, search engines) • Measure trend in absolute number of visits • Analyze this segment’s behavior over time 49
  50. 50. Eurosport Arabia Brand Segment 50
  51. 51. 51
  52. 52. The Power of Content 52
  53. 53. What are the ways in which a person can go to a page? 53
  54. 54.  Directly typing in the URL  Through a relevant search result  Clicking on a link on another site or email  Advertisement (text, banner, video, etc…) 54
  55. 55. AdWords Remarketing • Identifies people’s interest based on the page they visit • Retargets these people when they go to other sites Music banner 55
  56. 56. Writing Effective Ads Ads relevant to specific keywords Features Benefits Calls to action Using keywords in ads Test different landing pages 56
  57. 57. Benefits Main point of interest They are what your product achieves for the user They are what users care about Examples: feeling good about themselves (loosing 10kg), feeling safe on the road (air bags), securing a good future for your kids (good ROI on investment plan), etc… 57
  58. 58. Features How your product helps me achieve the benefits Specific evidence about your product Points of differentiation Examples: 50” screen, 8MP camera, ABS breaks, real leather shoes, etc… 58
  59. 59. Calls to Action Leads user to a specific thing to do Generates enthusiasm in the moment Filters users Examples: register now, buy immediately, signup for our newsletter, share with your friends, join the community, etc… 59
  60. 60. Using Keywords in Ads Keywords are highlighted on results pages Boosts relevancy of ads 60
  61. 61. Thank you Elias Dabbas elias@media-supermarket.com eliasdabbas@gmail.com +971 55 953 18 26 61
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